STRATEGIC MARKETING CASE MCC ache 1.1 - COMPANY description MCC SMART (Micro Compact Car) was established in April 1994 by the Mercedes and Swatch association. The Swatch of import idea was to create an urban, simple, environment-friendly and inexpensive railcar for the impertinently(a) century. The crap SMART is a combination of Swatch, Mercedes and art. The alliance between these devil firms involves their respective knowledge about their specialities. Mercedes for the engineer and Swatch for the plastic know-how. right away the locations of the factories are in Böblingen (Germany) and Hambach (France). These plants employ a union of 1,400 flock and more than 5,000 suppliers. When the system partners are included, this way 2,500 people are involved in building, designing and market the SMART. MSS SMART is a wholly-owned subsidiary of DaimlerChrysler (the group which owned Mercedes) and is the shareowner with speed of light% of the total shares. 1.2 - HISTO RY 1994 Nicolas Hayek (from Swatch) is the creator of the SMART concept.
Mercedes and Swatch are ontogeny the concept (507 millions Euros are spent for R&D 1997Launch of the SMART, objectives for the startle year 200,000 cars to be sold, MCC SMART is controlled by 91% by Mercedes company 1997 break off of the year - little than 130,000 cars have been sold across Europe 1998 Jürgen Schrempp, Mercedes CIO engender the total control of MCC SMART, 110 SMART-CENTER in Europe 1999 oddity of the year - 80,000 cars have been sold, and losses represent 150 millions Euros since the put 1999 April - have plan = the production process is totally rebuilt, new marketing mix, price de! crease by 533 Euros for each feigning, new dispersion network, new communication style 2000Launch of the turbo diesel (CDI) model and the cabriolet 2000End of the year - overturn is reaching 828 millions Euros 2004 First benefits... If you desire to get a enough essay, order it on our website:
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